Too Many Choices

Too many choices are problematic. Sometimes a simple visit to a drug store can be a production. If you have to choose among 3 toothpastes or shampoos, it’s fairly easy to make a decision. Confronted with over a hundred choices can be daunting. Too many options leads to decision overload, confusion and indecision.

Agency selection can be just challenging. I’m currently working with an exciting, young company that initially started their PR agency search on their own. They met a few firms and none were quite right: one was too big and they knew they would get lost in the shuffle; the others were too small and lacked clout to really move their business. So, they hired Smarti. Their challenge was practically mission impossible: industry experience, strategic, creative thinkers with the muscle and power to drive their business—all on a very small budget.

Smarti to the rescue! The agency selection results were amazing. They met 3 highly targeted PR firms carefully selected based on industry experience, similar successes, personalities and budgets, and loved them! They were really excited and thanked me for doing such a fabulous job. I was really thrilled with the results of the search and their happiness makes my job so rewarding. Hurray.

So, I was shocked to get an email a few days later. Well, they are really not so sure about them after all... And since Smarti is so connected and knows so many firms, can they see a bunch more? (Now, they’ve met at least 7 great agencies to date.) Really?

Too big a selection is overwhelming and ultimately leads to indecision. I find the most successful business people I know are very strong decision makers. Thankfully, they ultimately agreed they had a fabulous selection and made a decision. The easiest choices come from select, solid options coupled with a need and commitment to purchase.